• Journal of Fashion Business
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• v.28 no.1
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• Fashion & Textile Research Journal
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• v.6 no.2
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• pp.163-168
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• 2004

The domestic textile industry is currently making an active effort to present high value-added materials that can respond immediately to the wants and needs of consumers sensitive to the of originality of design and emotionally appealing fashion materials. This paper attempted to present the creative development of materials in the contemporary clothing culture in which consumers' needs are individualized and differentiated and the cycle of life in fashion materials is getting shorter. To be specific, the paper presented the texture of peculiar expression to diverse cotton materials using the Woolsmok technique in the processing of felt. The chosen Merino wool was felted to 8 kinds of cotton with different density and structure. The touch, texture, visibility and complex susceptibilities of new materials were presented as different materials of cotton and wool were transformed into one material. In felting cotton fiber through wool, the transformation of diverse textures was presented and compared in the method using the washing machine in an attempt to enhance the efficiency of the traditional craft technique and work. This study proposed the possibility of placing the new material made up of cotton and wool beyond the range of functionality of each simple material, activating it as the peculiar material and expanding it to the range of its use as fashion material in the clothing industry. It is expected that this material will become competitive material at home and abroad by being activated as the clothing material of artistry, workability and marketability that can satisfy the tastes of consumers who call for high quality and diversification.

• Fashion & Textile Research Journal
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• v.18 no.6
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• pp.844-857
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• 2016

The purpose of this study was to figure out the meaning and value of DIY shown in the fashion industry today, to analyze the types and characteristics of DIY applied to the products of domestic and global fashion brands, and to provide implications for brand marketing strategies. This study was based on qualitative research which was media contents analysis and brand case study on fashion DIY. The results were as follows: First, the concept of DIY involved the Semi-DIY way that meant individuals participated in not every step of design and making process but a part of them such as design process. Also, it was means for customization. Second, the value of DIY consisted of individual value, experiential value, enjoyable value, self-actualizaion value, social value, economic value and ethical value. Third, fashion DIY was classified into seven types: DIY choosing and assembling design components of a product, DIY modifying a design with trimming, DIY making a product by using DIY Kits, DIY modifying a design after making a product by using DIY Kits, DIY choosing design components, DIY designing, and DIY all making and designing. DIY could be applied as a key marketing strategy for mass customization to meet the value of individual consumer.

• Fashion & Textile Research Journal
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• v.3 no.3
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• pp.241-248
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• 2001

The purpose of this study is to examine the preference according to the domestic fashion company use the character image of the inside and outside of the country, the recognition for the importance of the character by examining the purchasing behavior of high school girls and college women as the major consumer in the character fashion commodity (in the center of the clothe and accessory), and the aid for the self-development and the licensing of the character in the future. This study targeted 491 high school girls and college women in Daegu and Kyung-pook area. The character preference according to the character image applied the fashion commodity was used the scale of seven point modified the S D (Semantic Differential) method for Kim, Chun-Ae's image measure. The followings are the conclusions of this study; Both the group of high school girls and the group of college women almost represented the similar reaction result for the images of 9 characters. For the preference of the group of high school girls and the group of college women for 9 character, for characters Tweety, Bugs Bunny, the group of college women represented more preference than the group of high school girls. However, for characters of Hello Kitty, Pazama sister's and Dalki, the group of high school girls represented more preference than the group of college women.

• Fashion & Textile Research Journal
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• v.24 no.1
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• pp.108-116
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• 2022

The children's clothing market continues to grow in Korea, despite the declining total fertility rate. This study aims to investigate the changes in Korean children's clothing market according to the launching time of brands. To this end, it analyzed 90 children's clothing brands in 2019. The results of this study are as follows. These children's clothing brands had been actively launched since 2000. Although the total fertility rate in Korea has dropped to approximately one percent, the number of children's clothing brands has increased significantly each year since 2005. Sixteen children's clothing brands were launched between 2005 and 2009, twenty-three were launched between 2010 and 2014, and thirty-five were launched between 2015 and 2019. Various brands are competing in Korean children's clothing market. Overseas brands have continued to expand their market share while the market share of domestic brands has decreased continuously. Clothing brands, including adult clothing brands other than children's clothing brands, are actively entering Korean children's clothing market. Many overseas, luxury, and sportswear brands have entered Korean children's clothing market. Many sportswear brands have launched children's clothing brands, with a significant increase since 2013. The results of this study show that Korean children's clothing market has changed from a local market to a global fashion market.

• Fashion & Textile Research Journal
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• v.22 no.3
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• pp.368-377
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• 2020

This study provided basic data to develop functional and fitness cycling wear for cyclists. We analyzed the domestic and overseas cycling wear brand patterns for tops and tights as well as compared pads attached to tights. The results were as follows. The tops of the cycling wear were designed with cutting lines in the lateral or yoke in the back to reflect cycling posture. It is necessary to study if there is a difference in the air resistance or fitness of the athlete. The sleeve hem band affected by arm movement during cycling, proper sewing and band pressure are also important. The tights have a brand that does not insert a band in front of the waist in consideration of the cyclist's breathing. It should take into account methods of constructing a proper garment pressure that does not interfere with cycling. Analyzing the cycling pad indicated that the three-dimensional shape and size of the pad show many differences for each brand, indicating a difference in cycling movement suitability. In addition, many of the cutting lines should account for the productive aspects because of the high consumption of the fabric in order to design a pattern considering the cycling posture.

• Fashion & Textile Research Journal
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• v.13 no.3
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• pp.321-331
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• 2011

The purpose of this study is to determine how the people's view on afterlife affects their perception about shrouds. As part of analytical research, the survey was carried out to take a look at the basic thoughts that average persons have on afterlife. This paper also performed the survey on what the shroud reminds the subjects of. Specifically, the questionnaire survey was conducted to see what the people think the necessity and appropriate cost of shroud and see if they have any plan to get it provided in detail. Data from this work were statistically processed and empirically analyzed. Findings of this study can be summarized as follows. As to the funeral methods, the subjects in this work preferred cremation to burial. It was found that they recognized shrouds as necessary, but they did not have a thought in a serious manner that the suit for the dead would affect the repose of the dead and guide his or her soul to the heaven. Those respondents did not have any immediate plan to purchase shrouds, either. However, they considered the price of shroud as most important when they might come to choose the garment. With regard to the quality, it turned out that they preferred the domestic shrouds whose material are natural to those from foreign country. Also, they opted for such a kind whose shape is not so different from that of casuals they would usually wear and whose color is same to the main material of the original garment. The common material preferred most by the subjects was a hemp. The subjects' view of afterlife was not greatly related not only to how much they recognized shrouds as necessary but also to their preference for materials and patterns. On top of this, their unique taste for particular types of shroud was found to be significantly dependent on whether their view of afterlife is positive or negative, whether they firmly believe in afterlife, whether they take the absolute predestination and whether they accept the prayer-effect relationship in terms of psychology.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.460-470
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• 2022

Customized cosmetics are emerging as a consumer product that companies should pay attention to in the beauty industry due to the combination of market trends and institutional introduction of customized cosmetics. In this study, six offline service brands and online service brands currently in Korea were selected to understand the current status of domestic customized cosmetics online and offline services and to derive detailed characteristics, and the cases of each brand were analyzed. The results are as follows. First, customized cosmetics services could be classified online and offline. Second, customized cosmetics brands could be divided into general brand types and brand extension types. Third, skin data measurements could be classified into genetic analysis, big data-based surveys, and device measurements. Fourth, customized cosmetics manufacturing could be classified into a device manufacturing system, a consultant manufacturing system, and an individual production process system. Fifth, customized cosmetics distribution and delivery could be classified into same-day sales, general delivery, and regular delivery. The results of this study are meaningful in that they have identified and analyzed the current status of personalized cosmetics on-line and offline systems in recent trends, and it was confirmed that creative attempts in the domestic customized cosmetics market continue to change. It is hoped that this study will provide information and ideas to the beauty industry and related experts in the future and be used as basic data for customized cosmetics marketing

• Fashion & Textile Research Journal
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• v.17 no.5
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• pp.704-717
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• 2015

In modern fashion fabrics became an important element that leads the current of fashion beyond materials. Also, it has a creative role that reflects emotional and visual aspects, and it is considered as a mega trend that will lead the $21^{st}$ century fashion industry. The value of fashion products is affected not only by the style and design but also the sensuous properties like color, pattern, texture, and drape of fabrics. Therefore, in this study, characteristics of fabric trend between 2007 S/S and 2010 S/S will be analyzed focused on Premiere Vision, which influenced many Korean fashion trend information companies, while looking into the fabric trends shown in the world's top four collections-Paris, Milan, London, and New York-and Seoul collection, and comparing and analyzing the acceptance level of those. Fashion fabric is an important part in fashion design and change with social environment and value, its considered that the role and importance of subject matters increases in changing fashion design toward globalization by meeting various personality which is diversified more and more. It is to provide specific and practical data to be used for the Korean fashion industry, which can be used as useful information for future fabric researchers and people in the fashion industry for integrated study of fashion design and fashion fabric.

• Fashion & Textile Research Journal
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• v.18 no.5
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• pp.553-563
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• 2016

The purpose of this study was to investigate the perception and preference on textile design specially on bedding products which are widely interested in the life-style market. The study was carried out targeting to 250 women between the ages of 20s and 40s based on the four seasons. The collected data was processed with SPSS 21.0 program using frequency, cross tabulation, and ANOVA analysis. The results were as following. There were slight differences on the results of the study including purchase behavior and preferred bedding textile design: color, color tone, and pattern on the textile design of bedding products according to age and season. Most of age had similar color preference on the bedding products in the season but a slight different between fall and winter. However, as color tone and pattern on the textile design of the bedding products were concerned, there were significant difference between the age depending on the season. There were significant differences of color tones and patterns in fall and winter, but not significant in spring and summer. Therefore, the domestic market of the bedding products needs more various textile design development according to consumers' preference and seasonal trend which should be discriminated in order to increase product competitiveness.